If you’re just joining us, you might want to start with the article Does YOUR Brand Take a Stand? – the Archetypes where we began our discussion on the 12 character types that personal and business brands fall into.
The Rebel is our fifth character type. Is this the archetype of your brand?
Nobel Prize winning author, journalist, and philosopher, Albert Camus provides an illuminating definition of the rebel in his 1956 novel, The Rebel – An Essay on Man in Revolt [PDF]:
What is a rebel?
A man who says no, but whose refusal does not imply a renunciation. He is also a man who says yes, from the moment he makes his first gesture of rebellion. A slave who has taken orders all his life suddenly decides that he cannot obey some new command. What does he mean by saying “no”?
He means, for example, that “this has been going on too long,” “up to this point yes, beyond it no,” “you are going too far,” or, again, “there is a limit beyond which you shall not go.” In other words, his no affirms the existence of a borderline.
The same concept is to be found in the rebel’s feeling that the other person “is exaggerating,” that he is exerting his authority beyond a limit where he begins to infringe on the rights of others. Thus the movement of rebellion is founded simultaneously on the categorical rejection of an intrusion that is considered intolerable and on the confused conviction of an absolute right which, in the rebel’s mind, is more precisely the impression that he “has the right to . . .”
Rebellion cannot exist without the feeling that, somewhere and somehow, one is right.
It is in this way that the rebel slave says yes and no simultaneously. He affirms that there are limits and also that he suspects — and wishes to preserve — the existence of certain things on this side of the borderline. He demonstrates, with obstinacy, that there is something in him which “is worth while . . .” and which must be taken into consideration. In a certain way, he confronts an order of things which oppresses him with the insistence on a kind of right not to be oppressed beyond the limit that he can tolerate.
Some other names for the Rebel are the Maverick, the Outlaw, the Revolutionary, the Activist, and the Reformer.
So, is YOUR brand “unsatisfied with the status quo and abhors convention”?
Does it believe in “taking chances”?
Are its core values freedom and individuality?
Does it take a stand for freedom of self-expression?
Sayings The Rebel Lives By
- “Born free”
- “Rules are meant to be broken”
- “Take the road less traveled”
Values The Rebel Holds Dear
A Rebel champions values such as:
Attitudes The Rebel Hates
A Rebel disdains:
- Loss of identity
Qualities in Opposition to The Rebel
The Rebel in Personal Brands
Some well-known personal Rebels are:
- Howard Stern
- Dennis Rodman
- Quentin Tarantino
- Lady GaGa
- James Dean
Some everyday people who are personal Rebels:
[I would like to add some everyday personal brands to this list. If you know of any that might fit into this category, please submit your suggestion via the comment section below. I will review them and determine whether or not they make suitable candidates to be added to the list. Thank you in advance.]
The Rebel in Business Brands
Some well-known business brands that are Rebels include:
- Harley Davidson
- Red Bull
Here are some more Rebel-type businesses:
- Rebelwood Attire [a brand that aims to redefine the meaning of a “rebel”]
[I would like to add some more businesses, preferably small to mid-sized, to this list. If you know of any that might fit into this category, please submit your suggestion via the comment section below. I will review them and determine whether or not they make suitable candidates to be added to the list. Thank you in advance.]
In the Meantime…
For more on rebels, you might find the following resources interesting:
Be sure to visit our “Who and What of Business Branding” board on Pinterest for some more insights.
Follow iBeFound International Ltd’s board Who and What of Business Branding… on Pinterest.
Time for YOUR input
- What other well-known people and businesses are Rebel brands?
- As a personal brand, are you a Rebel?
- Business Owners: If YOUR brand is a Rebel, please share what makes it so?